Brand Lands, Hot Spots and Cool Spaces


ISBN: 9780749445737

Author: Christian Mikunda

Published: 03/03/2006 - 240 Pages

Imprint / Publisher: Kogan Page / Kogan page

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Book Type: Reference

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To successfully establish an emotional bond with the customer, marketers have to access the mind and heart; put the customer in the right mood, make them feel good, and they are more likely to spend money.

In this riveting book, Dr Christian Mikunda analyzes how this is achieved. From the Peggy Guggenheim Museum in Venice to Caesar’s Palace in Las Vegas, from Swarovski’s Crystal Worlds in Austria to the Guinness Store House in Dublin, Brand Lands, Hot Spots and Cool Places, takes you on on an exhilarating voyage of today’s spectacular ‘third places’ – the new ‘experience worlds’ – and how they are created.

This book observes how a visitor’s emotions are influenced through light, colour, shows, core attractions and sensory experiences. It will teach any marketing or business professional how themed, or rather staged, marketing has become de-rigueur in today’s leisure-entertainment business.

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